The Future of AdTech: Increased Focus on Performance for Advertisers of All Sizes


Over the past few years, we’ve seen advertisers of all sizes focus more and more on performance. Specifically, this shift involves increasing the emphasis and utilization of performance-based metrics rather than focusing on brand awareness. And what’s more, we expect this trend to continue unabated.

Whether running localized campaigns or national campaigns, advertisers today are focused on driving metrics that really matter to businesses. Although this has been a priority for businesses for quite some time now, the pandemic really put the importance of performance in stark relief. And as we continue to recover, ROI and ROAS will remain front and center.

Today, the priorities and capabilities of performance marketing are more important than ever. When advertisers are able to drive measurable actions, they know where their money is going and whether they’re getting the best bang for their buck. And while brand awareness is still an important consideration, the highest priority now lies with the ability to influence and track an action to prove out ROI and ROAS. is uniquely positioned to help advertisers tap into the benefits of performance marketing. With our granular targeting capabilities, advertisers can now reach a precise audience of consumers who are most likely to take an action—eliminating wasted impressions and driving higher ROI for their business. Additionally, with’s advanced attribution capabilities, advertisers can track both online and offline actions to show the actual ROI of their ad campaigns.

Let’s take a deeper look at how’s targeting and attribution capabilities help drive performance marketing for advertisers.

Granular Targeting to Reach Consumers Who Are Most Likely to Take an Action’s industry-leading targeting technology offers the highest levels of precision and granularity on the market. Whether you are trying to target someone based on their location or based on the behaviors they take across the internet (such as the things they search for, sites they visit, content they consume, and more) or even all the way down to targeting all devices seen within a household, provides advertisers with the targeting tactics to drive performance across ad campaigns—ensuring that you reach those that are most interested in your products and/or services. By precisely targeting an audience rather than casting a broad net and focusing on brand awareness-type KPIs, advertisers are able to eliminate wasted impressions and drive what’s most important – actions. This gets right to the heart of what performance marketing is all about.

What’s key to remember here, especially when it comes to precise targeting, is that does things differently. Our approach to data is the sole reason why our advertisers have such success in driving higher performance, faster, on fewer impressions. What’s not to love about that? And the cherry on top of it all is’s ability to report on it and prove out the ROI for your advertising campaigns. Let’s take a look. provides advertisers with the targeting tactics to drive performance across ad campaigns


Tracking ROI When It Matters Most with’s Advanced Attribution Capabilities

When the focus is on driving better performance, advertisers need to be able to report on all aspects of a campaign that are most important to them, and do so in real-time. End of campaign wrap-up reports that just show delivery or reach aren’t going to cut it when the goals are much more detailed and tied to a variety of actions the user may take. Not to mention, with precise targeting, you will be zeroed in on a smaller delivery rather than maximizing the number of eyeballs on the campaign; therefore, you’ll need a solution that helps you prove it was the right audience that took the right action, all while providing a higher ROI than traditional, brand awareness campaigns. is here to help advertisers not only drive performance, but also measure and prove it out as well.

With, advertisers have access to a robust reporting and analytics suite that provides advanced attribution solutions, including the ability to measure both online and offline conversions. Advertisers can track online conversions from their digital advertising efforts, including visiting an advertiser’s website, completing a form-fill, adding a product to a shopping cart, purchasing a product, and more. You can even track the conversions from OTT/CTV campaigns served on the big screen in the living room and other small screen devices. Additionally, retail, ecommerce, and direct-to-consumer brands can tap into’s Transaction Value Reporting to derive additional attribution data and insights from their advertising campaigns by passing back a purchase value and order ID to provide a Return on Ad Spend (ROAS) measurement. Finally,’s Conversion Zone technology for location-based targeting campaigns measures the amount of physical foot traffic driven to a location from those that have been previously served an ad.

Advertisers need to be able to report on all aspects of a campaign that are most important to them, and do so in real-time


Interested in driving actions and being able to tie an ROI to your digital ad spend? Reach out to us at, or contact your representative.